Why You Must Change Your Approach to Loyalty by 2021 

The year 2020 has brought with it many changes, whether social or medical, the happenings of the last few months will have a lasting impact on the food and hospitality industry and the consumers that make use of it. Most impactful of all the events has, of course, been COVID-19. With the pandemic came a change in the way consumers socialized, ate and spent their money. For the first time in many years, consumers have been forced to change their habits. In turn, businesses need to change theirs to suit.  

Alongside changes in their operations, the technology they use and the way they serve customers, brands must change their approach towards loyalty if they’re to continue earning it as we move into 2021. Offering greater flexibility around reward redemption, for example, will be appreciated if customers are struggling to get out to claim them.  

In the past, the emphasis has been on converting new customers into loyal followers. While the goal of gaining…